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Haircare - Shampoo, Conditioner, Treatment and Coloring - Brazil - April 2019

Covered in this report

This report covers haircare products for men and women, as well as unisex products. Market data is based on sales in all retail distribution channels, including direct sales to consumers, but it excludes the professional sector (products sold in beauty salons).

Market data covers the following products:

  • Shampoos: Regular rinse-out shampoo, 2-in-1 shampoo, 3-in1 shampoo, shampoo for Afro/ethnic hair, shampoo for men, antidandruff shampoo, medicated shampoo, problem hair, kids shampoo
  • Conditioners: Leave-in, rinse-out, treatment masks
  • Hair color products
  • Hair styling products

The research carried out for this Report was conducted by Lightspeed/Mintel with 1,500 internet users aged 16+ in January 2019 (see Methodology). Detailed demographics are in the Databook.

“The haircare products market has been trying to bring innovations to Brazil. Several marketing campaigns and actions demonstrate the importance of the category in the country. However, consumers still seem to be afraid regarding the use of certain products – such as hair colorants – and some behaviors – such as the acceptance or not of their natural hair. Being close to consumers, explaining the benefits of products, and understanding the different types of behavior according to each generation is essential for the brands to succeed in Brazil.”

–    Juliana Martins, Beauty and Personal Care Senior Specialist

This report will look at the following areas:

  • Amazon expansion changes the e-commerce sector in Brazil
  • More than half of Brazilians haven’t used hair colorants in recent months
  • Millennials seem to be less loyal to haircare products brands

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Amazon expansion changes the e-commerce sector in Brazil
              • More than half of Brazilians haven’t used hair colorants in recent months
                • Figure 1: Hair color products used, January 2019
              • Millennials seem to be less loyal to haircare products brands
                • Figure 2: Consumer behavior, by generation, January 2019
              • Opportunities
                • Food and drinks category can inspire haircare products
                  • Root touch-up products in brush or cushion formats bring convenience to consumers
                    • Figure 3: Haircare products interest, by selected hair colorants, January 2019
                  • Relaxing fragrances can help young students in moments of stress
                    • Figure 4: Haircare products interest, by age group, January 2019
                  • What we think
                  • Market Drivers

                    • Global companies begin to act in favor of the environment
                        • Figure 5: Head & Shoulders’ #NoDejesRastro campaign, September 2018
                        • Figure 6: P&G’s “Doe Água Pura” campaign, November 2018
                      • Global warming can generate opportunities for innovation in the category
                        • Haircare vitamins and supplements can attract older consumers
                          • Amazon expansion changes the e-commerce sector in Brazil
                            • Food and drinks category can inspire haircare products
                            • Key Players – What You Need to Know

                              • Unilever and L’Oréal account for more than half of shampoos and conditioners sales
                                • Haircare brands invest in new formulations and advertising campaigns
                                  • Anti-aging and antipollution claims can bring innovation
                                    • Brands stand out with new products that can appeal to Brazilians
                                    • Market Share

                                      • Unilever leads the retail sales of shampoos and conditioners
                                        • Figure 7: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
                                      • Two companies account for more than half of hair colorants sales
                                        • Figure 8: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
                                    • Marketing Campaigns and Actions

                                      • Elsève launches special oil for curly hair
                                        • Figure 9: Elsève’s campaign, March 2018
                                      • Nutrisse launches campaign with new brand ambassadors
                                        • Figure 10: Garnier Nutrisse’s campaign, June 2018
                                      • Pantene bet on new styling cream for curly hair
                                        • Figure 11: Pantene’s campaign, March 2018
                                      • Pantene invests in line of products with micellar water
                                        • Figure 12: Pantene’s campaign, September 2018
                                      • Boticário launches a reconstruction line
                                        • Figure 13: Boticário’s campaign, August 2018
                                      • TRESemmé relaunches its portfolio in more sustainable packaging
                                        • Figure 14: TRESemmé’s #IssoMudaTudo campaign, July 2018
                                      • TRESemmé offers a refund on the purchase of new products
                                        • Figure 15: TRESemmé’s “Não Custa Nada” campaign, June 2018
                                      • TRESemmé does a live marketing campaign in São Paulo
                                        • Seda launches a micellar line signed by a YouTuber
                                          • Figure 16: #SedaByNiina campaign, November 2018
                                        • Eudora launches its first line of professional hair treatment
                                          • Figure 17: Eudora’s campaign, June 2018
                                        • New Salon Line’s campaign features women with different hair types
                                          • Figure 18: Salon Line’s #seeuquisereuposso campaign, November 2018
                                        • Bruna Marquezine stars new Head & Shoulders’ campaign
                                          • Figure 19: Head & Shoulders’ #eurespeitominharaiz campaign, May 2018
                                        • Koleston launches new colors and positioning
                                          • Figure 20: Koleston’s campaign, December 2018
                                        • Singer Lexa participates in new Embelleze’s campaign
                                          • Figure 21: Embelleze’s campaign, June 2018
                                      • Who’s Innovating?

                                        • There are opportunities for anti-aging hair colorants
                                            • Figure 22: Launches of haircare products, by subcategory, Brazil, January 2016 to February 2019
                                          • Subcategories can bring new positioning for antipollution products
                                            • Figure 23: Global launches of haircare products that are said to “protect against elements,” top 5 countries, January 2016 to February 2019
                                        • Case Studies

                                          • Love Beauty and Planet increases sales of Unilever by 4% in 2018
                                              • Figure 24: Love Beauty and Planet mission, July 2018
                                            • Turbans that help dry hair make success in the US
                                              • Figure 25: Aquis Haircare presentation, February 2018
                                            • Function of Beauty offers customization of haircare products
                                              • Figure 26: Function of Beauty presentation, February 2018
                                          • The Consumer – What You Need to Know

                                            • Survey reveals the most common hair types and styles in Brazil
                                              • Few Brazilians use hair colorants
                                                • Some Brazilians are afraid hair colorants damage their hair
                                                  • Scalp care and relaxing fragrances appeal to consumers
                                                    • Sustainability and straight hair culture are important topics
                                                    • Hair Formats, Types, and Treatments

                                                      • Specific summer products can appeal to Brazilians
                                                        • Figure 27: Hair formats, straight hair, by natural hair, January 2019
                                                        • Figure 28: Search for the term “transição capilar” (or “hair transition”) on Google Trends, Brazil, January 2004 to February 2019
                                                      • Consumers with straight hair can be interested in “non-greasy hair oil”
                                                        • Figure 29: Hair formats, by type of hair and root, January 2019
                                                      • Brands of professional products have opportunities to increase sales channels
                                                        • Figure 30: Selected consumer behavior, by hair treatments, January 2019
                                                    • Hair Color Products Used

                                                      • More than half of Brazilians haven’t used hair colorants in recent months
                                                        • Figure 31: Hair color products used, January 2019
                                                      • Customization services should be part of hair colorants’ sales channels
                                                        • Figure 32: Hair color products used, by generation, January 2019
                                                      • Root touch-up products in brush or cushion formats bring convenience to consumers
                                                        • Figure 33: Haircare products interest, by selected hair colorants, January 2019
                                                    • Barriers to Using Hair Color

                                                      • Toning masks can attract consumers who are afraid of damaging their hair
                                                        • Figure 34: Hair formats, by selected barriers to using hair color, January 2019
                                                      • Hair colorants need to innovate in order to appeal to men
                                                        • Figure 35: Barriers to using hair color, by gender, January 2019
                                                      • Source: Lightspeed/Mintel
                                                        • Source: Lightspeed/Mintel
                                                    • Hair Care Products Interest

                                                      • Consumers may be interested in products that take care of the scalp microbiome
                                                        • Figure 36: Hair care products interest, January 2019
                                                      • Relaxing fragrances can help young students in moments of stress
                                                        • Figure 37: Haircare products interest, by age group, January 2019
                                                      • Sustainable products can attract AB consumers
                                                        • Figure 38: Hair care products interest, by socioeconomic group, January 2019
                                                    • Consumer Behavior and Attitudes

                                                      • Brands need to educate consumers about refillable products
                                                          • Figure 39: Consumer behavior, January 2019
                                                        • Millennials seem to be less loyal to haircare products brands
                                                            • Figure 40: Consumer behavior, by generation, January 2019
                                                          • Many people from the Northeast would like to have hair that’s more naturally straight
                                                              • Figure 41: Consumer attitudes, January 2019
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Market Size

                                                              • Market Size
                                                                • Figure 42: Retail sales of shampoos and conditioners, by value - Brazil, 2013-18
                                                                • Figure 43: Retail sales of hair colorants, by value - Brazil, 2013-18
                                                              • Market Share
                                                                • Figure 44: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
                                                                • Figure 45: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17

                                                            Haircare - Shampoo, Conditioner, Treatment and Coloring - Brazil - April 2019

                                                            US $3,995.00 (Excl.Tax)